Emotional marketing is a discipline that focuses on sales strategies for a product or service, creating emotional bonds with the public that impact their subconscious and appeal to their feelings.
The aim is to establish an emotional connection with the customer, but in a two-way communication environment where the public has decision-making and critical power: they evaluate the product/service based on their emotions and make decisions accordingly. They use the digital environment and social media to make value judgments.
At the same time, this environment is used by companies to establish more direct and instant channels of communication with the public.
In summary, Emotional Marketing promotes a brand's most human values, so that customers fall in love with the offering, thanks to valuable content and messages that make a difference and hook them in.
KEY ADVANTAGES
- It has a more lasting impact because it evokes emotions. It creates a lot of empathy.
- It improves the brand's image abroad, generates greater customer loyalty and satisfaction, as well as greater identification.
- It generates a lot of interaction across different digital communication channels. These campaigns go viral more easily.
- The message remains longer, which means a greater chance of repetition and generating more sales.
HAVE YOU HEARD THE TERM "LOVEMARKS"?
Some brands use tangible and intangible factors to create aspirations towards them, through experiences, stories, and intimacy with their customers. They have managed to humanize their values to generate closeness. These brands are called Lovemarks.
This term was coined by Kevin Roberts in 2004, who established that big brands are those that create great relationships with the public, beyond the product itself.
Three concepts must be used to acquire Lovemark status:
-Sensuality: The ability to seduce the public to generate a need to know the brand.
-Intimacy: Achieving an intimate relationship with the consumer is the key to success.
-Mystery: By not revealing everything about the brand, surprise and excitement are stimulated in the public.
In addition, the brand must tolerate two situations:
1) Relinquishing control.
– The power lies with the consumer, and the brand must be able to let go of obsessive control in order to attract the public.
2) Having a purpose greater than functionality.
– Adding emotional value to the brand so that consumers feel satisfied with its purpose and mission, beyond the product itself.
Some well-known examples are Google, Coca-Cola, and Apple.
Is there anyone who hasn't heard of these brands?
A Lovemark has a reputation that generates trust, loyalty, and respect. These are the values needed to become an irresistible product or service.
Do you want your brand to win the hearts of millions?
At Anunciart, we can advise you on an excellent marketing and advertising campaign to help you achieve your goals.
Get in touch with our experts, who will guide you to advertising success.
